Equator recently emerged as a platform for analyzing the impact of tourism on the environment and society, developed by tourism expert Edmund Morris and a team of specialists in big data and artificial intelligence. Their primary offering is clear visualization and analysis of how companies, hotels, and governments affect the environment, heritage, and society. The company uses its proprietary “DataByte” technology and complex data models to show clients their contributions to sustainability, rather than providing large, difficult-to-understand reports.
The company’s old logo was heavy and rough: black letters in a dense typeface looked imposing but clumsy. Particularly strange was the combination of the letters “to,” which seemed stuck together without logic. The period at the end of the name appeared unnecessary, making the logo even more unclear.
The new design by the For The People studio was much more successful. At its core is the word Equator, set in the pleasant Stakkat typeface. Its letters look neat, giving the name lightness, although they lack a subtle individuality. Nevertheless, the typeface is interesting enough to appear distinctive.
The main success of the rebranding, however, is the monogram in the form of the letter “e.” It resembles the contours of a globe with soft shapes, immediately creating a sense of environmental friendliness and naturalness, emphasizing the company’s core mission. The monogram is unusual and light, perfectly suited to the brand’s theme and enhanced by a hypnotic animation reminiscent of retro TV graphics from the last century.
The color palette of the new brand is restrained and unusual, combining gray, lavender, and a neutral brown tone. It differs from traditional travel company colors and stereotypical “eco-friendly” palettes. An important design choice was using small typographic details, such as the monospaced Azeret Mono font in compact information blocks, and decorative elements, which created a light and pleasant visual system.
As a result, Equator received a clear and approachable identity that better reflects the company’s goal to simplify complex information. The new logo and style look confident and tidy, highlighting the expert nature of their work without losing ease of perception.
